Aileen Caskie

Chartered Marketer and marketing transformation leader with more than 30 years' experience across B2B and B2P organisations, and over 20 years in senior leadership and interim executive roles. Career has spanned scale-ups, SMEs and regulated organisations as technology has continually reshaped customer expectations, from financial to creative services, energy to charities and membership bodies, across both public and private environments. Combines expertise in marketing, brand, communications and organisational performance to strengthen customer engagement, commercial effectiveness and market position.

Founder and Marketing Strategist at DYNAMIC HEART (2010-05 – Present)

Strategic marketing consultancy built around four connected pillars: Insight & Analysis, People, Brand and Technology. Many of the interim leadership, advisory and transformation assignments are delivered through Dynamic Heart, working directly with organisations or alongside delivery partners. Assignments start by understanding what is happening – with customers, colleagues, competitors and the market – and identifying what needs to change.

From that evidence, sets direction and defines positioning and propositions, reshapes functions and ways of working, and leads people through change from strategy to delivery, with customer and commercial priorities firmly in view.

Change & Engagement Lead at BETTERGOV (2025-09 – 2026-03)

Headhunted by transformational delivery partner offering digital, cloud, and people-focused technologies for public sector client. Led change and engagement for a digital transformation programme in a public-sector environment with strict governance. Worked across cloud, platform and service design teams, aligning communications and supporting senior stakeholders through change.

• Brought cloud, platform and service design teams together around consistent communications, strengthening alignment and programme visibility.
• Established communications governance within a highly regulated environment, supporting programme, leadership and ministerial reporting requirements.
• Developed and delivered the change and communications strategy and engagement plan, improving understanding of programme objectives, priorities and impacts.
• Built strong relationships across senior leadership, product, digital and operational teams, improving trust, openness and alignment throughout the programme.

Head of Marketing Communications at ORIGO SERVICES (2022-06 – 2023-01)

Joined a leading fintech and SaaS business shortly after a management buyout and investment from Vespa Capital, with a remit to strengthen marketing capability and support the organisation's next phase of growth. Responsible for marketing strategy, communications, customer engagement and brand management, working closely with senior leadership to identify opportunities for growth, improve market positioning and strengthen customer relationships.

• Developed growth-focused marketing strategy aligned to Origo's post-investment objectives, encompassing brand, technology, insight and people.
• Introduced account-based marketing (ABM) principles, identifying the brand, proposition and customer journey issues that needed resolving before effective ABM could be developed.
• Identified the need for deeper customer and user journey insight across two competing, siloed brands, securing a specialist UX research proposal to map digital journeys, expose break points and inform the cross-sell strategy required to support account-based marketing.
• Designed a future operating model for the marketing function, including revised team structures, roles and responsibilities to support commercial growth ambitions.

Interim Director of Corporate Communications & Marketing at ROYAL COLLEGE OF PHYSICIANS AND SURGEONS OF GLASGOW (2022-01 – 2022-06)

Engaged by the CEO during a period of digital transformation to review, redesign and strengthen the College's communications, marketing and external affairs capability. Responsible for a multidisciplinary team supporting a global membership organisation serving more than 15,000 members across 90 countries.

• Conducted a strategic review of communications, marketing, digital engagement and external affairs, identifying opportunities to improve organisational effectiveness, member engagement and commercial performance.
• Designed a future Strategic Marketing & Digital Directorate, creating a new operating model aligned to the College's digital transformation ambitions and future growth objectives.
• Redesigned organisational structures, roles and responsibilities to create clearer accountability, stronger collaboration and better alignment across marketing, communications, digital & member engagement activities.
• Provided strategic counsel to the CEO and Executive Team, supporting decision-making around organisational capability, stakeholder engagement and future investment priorities.

Comms and Marketing Specialist at Dumfries & Galloway Council (2020-10 – 2021-05)

Engaged for a six-month consultancy assignment to review and transform communications and marketing, with a focus on cultural change, digital transformation, performance improvement, functional planning and processes.

• Designed and delivered a stakeholder insight programme, interviewing 17 people

Education/Qualifications/Memberships

• Chartered Fellow (CFCIM) of the Chartered Institute of Marketing, 1 of only 707 in UK* retained since 2017
• Professional Postgraduate Diploma in Marketing (DipM), 2017 – CIM Level 7, Oxford College of Marketing (Masters’ Equivalent) 1 of only 345 CFCIM DipM in UK * *CIM figures 18/08/2026
• BA (Hons) 2:2, English Studies with 2 years of French: University of Stirling